I really don't understand why dealers charge for this service, especially as much as they seem to charge. If they are charging $35 for this, then they must be billing at about 1/2 hour of labor. I guarantee you it takes no longer than 5 minutes MAX to program the car to do this (probably less). Considering it takes no technical expertise and does not require a service technician to do this configuration, dealers ought to do this for free, especially considering the prices of these cars. Better yet, BMW should design the car so that these features can be customized by the owner of the car at will, just like every other vehicle manufacturer. My parents have a top of the line Impala LS - you can adjust all of these types of customizable features (including resetting the oil service indicator - imagine that!!) through an easily accessible interface in the radio. The entire procedure of customizing every aspect of that vehicle can be done in 2 minutes - and it's all outlined in the owner's manual. Why can't BMW do something like this? These features should not require the owner to be inconvenienced (both time and money wise) by a required trip to the dealer. It's a racket, and it's ridiculous.
My rant is over now.